Safari has been like this for me since I received my tbMBP back in early December. I wonder whether I should do any of those PRAM/SMC resets...I've read about them, but haven't actually done them before. do you think it would help? or maybe a reinstall of Sierra?
I don't think it would hurt anything to try those things. You could also try Safari Technology Preview, might be easier than a clean install, to see if that helps. It's like a beta version of Safari, and sometimes has energy-saving features early. That's what I'm actually using now. Haven't had any unusual stability issues. Runs just like Safari.
https://developer.apple.com/safari/technology-preview/
You could keep your Activity Monitor open and watch what part of Safari is using the power. Sometimes a page causes unusual energy use for no apparent reason. (I've seen people say this site is an energy hog, but I haven't noticed.)
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Using Safari over got me an extra 30-45 minutes, still nowhere near 10hrs. Current Chrome average impact is 15.12
What else is using power in your Activity Monitor? I haven't tried other battery monitor apps, but some will tell you more about where your power is going.
The model you have is the one with the trickiest battery situation. Running your screen at 75% would require you do a test under ideal conditions to get 10 hours, with only Safari running and the system not clogged from earlier use. I wouldn't expect 10 with more normal use on that model, but you can probably do better than 7 if you're just browsing and doing other nonintensive stuff.